Daniel Emma: Shop by Design

JamFactory welcomes Daniel To and Emma Aiston as 
its new Creative Directors: Product and Retail. In the past 12 months JamFactory has undergone staffing changes, welcoming new, dynamic talent into the fold. Jon Goulder was appointed Creative Director: Furniture in January and, most recently, Daniel To and Emma Aiston were appointed joint Creative Directors: Product and Retail. It’s yet another coup for the not-for-profit organisation, especially considering To and Aiston’s international standing as designers of considerable merit and innovation. The couple established Daniel Emma design studio in 2008 and the following year Wallpaper* magazine nominated them as ‘design graduates to watch’. To and Aiston won the Bombay Sapphire Design Discovery Award the following year and have since collaborated with some of the biggest design brands in the world, including Denmark’s Hay, UK-based Thorsten Van Elten and Tait in Australia. Their elegantly modern products are thoughtful studies in form and colour and they have recently expanded their portfolio to include furniture. While their studio space is conveniently located at the JamFactory’s Morphett Street premises, they do travel frequently. It makes them ideal ambassadors and also allows them to constantly feed their own pool of ideas and inspirations. But as designers, what is it they bring to the role? For Aiston, the fact they have a different perspective is the most advantageous part of their offering. “Our training and background hasn’t been traditionally business-focussed,” she explains. “Instead, we’re interested in creating experiences, whether through environments or through the actual products themselves.” This emphasis on the user experience is a fitting foundation upon which to rest their strategy. After all, To and Aiston are now responsible for development and curation of JamFactory-branded product and the creative direction and retail operations of the organisation’s three retail outlets (two in the Adelaide CBD and one in the Barossa Valley). The designers are the first to admit JamFactory is an untapped resource and they are harnessing its creative potential to reinvigorate what is already a solid retail proposition. Their five-year goal reflects a simple, clear-cut vision that leaves no doubt they will achieve it. “We want to create the best range of products and retail environments in Australia that are recognised both nationally and globally,” says To. By working steadily towards this goal, they will be collaborating with JamFactory CEO Brian Parkes, who has been responsible for the major shifts in the organisation since his appointment four years ago. The three share a vision that is very much aligned, allowing them to ultimately strengthen JamFactory’s market presence and influence. daniel-emma.com jamfactory.com.au